摘要
针对当下非遗项目知名度低、经营规模小、传承人少、市场需求不足等问题,从非遗品牌化视角出发,结合浚县“泥咕咕”的特色与工艺,为推动非遗产业良性发展,促进非遗项目品牌转换提出应对策略,希望可以为河南浚县“泥咕咕”的商业价值转化和非遗品牌化实践提供参考。
In view of the current problems of low visibility of intangible cultural heritage items,small scale of operation,few inheritors and insufficient market demand,this artical proposes strategies to promote the benign development of the intangible cultural heritage industry and the brand transformation of intangible cultural heritage items from the perspective of intangible cultural heritage branding,taking into account the characteristics and techniques of"Mud Goo"in Xun County,in the hope of contributing to the development of the branding of"Mud Goo"in Xun County,Henan Province.It is hoped that this will provide a reference for the transformation of the commercial value of"Mud Goo"and the branding practice of intangible cultural heritage.
作者
张好楠
ZHANG Hao-nan(Art College of Xiangtan University,Xiangtan 411105,China)
基金
2018年湖南省普通高校校企合作创新创业教育基地“非遗品牌化创新创业基地”研究成果,指导老师:左迎颖
关键词
浚县
创意设计
品牌
非遗
Xun County
creative design
branding
intangible cultural heritage
